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Moving your focus groups online: rich qual insights via asynchronous online communities

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At a time when qual researchers are being told by the MRS to take their in-person research and do it online, this presentation provides some practical steps and guidance on how to transfer your focus group discussion guides into engaging, creative online qual tasks and activities. You’ll learn how to do it and be inspired by the possibilities to unearth even more (and contextual) data and insight.

Dr Marie-Claude Gervais and Dr John Whittle

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Moving your focus groups online: rich qual insights via asynchronous online communities

  1. 1. Moving your focus groups online: rich qual insights via asynchronous online communities Webinar sponsored by Further Dr Marie-Claude Gervais & Dr John Whittle Webinar, 22 July 2020
  2. 2. © 2020 Further. go-further.co Moving your focus groups online: rich qual insights via asynchronous online communities
  3. 3. © 2020 Further. go-further.co3 go-further.co Dr Marie-Claude Gervais ____________________________________ Research Director Dr John Whittle ____________________________________ Associate Director
  4. 4. © 2020 Further. go-further.co Why did you want to use focus groups? 4 Sample opinions quickly & economically Group dynamics Observing non-verbal behaviour
  5. 5. © 2020 Further. go-further.co Time dimension Individual verbal and non-verbal What you gain from online communities 5 Group dynamics Context Time
  6. 6. © 2020 Further. go-further.co Asynchronous communities Focus groups Offline focus groups and online communities •Participants answer set questions and activities over time •Deeper consideration by all •Control over confidentiality / privacy •Lower costs: no venue hire or transcription fees •Stimuli and responses can both use multimedia •Segmentation at the point of task allocation and analysis •Face-to-face and synchronous •Participants think and answer in the moment: spontaneous answers •An average of about 10 minutes of data per person per group •Danger of dominant responses and passive contributors •Some questions remaining unanswered
  7. 7. © 2020 Further. go-further.co7 Basic tenets 1 2 5 6 The flow Time & space Bring the noise! Specify! 3 4 7 Creative freedom Output or put out? Two steps ahead
  8. 8. © 2020 Further. go-further.co 1. The flow Tuckman’s Stages of Group Development
  9. 9. © 2020 Further. go-further.co9 2. Time & space You have more time and space… so do your participants 1. Greater reflection and reaction to ideas and experiences 2. Sharing experiences as they happen over time 3. Tasks which you might normally hesitate to ask in person / a focus group
  10. 10. © 2020 Further. go-further.co 2. Time & space 10
  11. 11. © 2020 Further. go-further.co11 3. Creative freedom 1. Move past simple (or boring!) questions 2. What is the ideal type of data to answer your insight objective? 3. Leverage the power of your platform 4. Participants can express themselves on their own terms
  12. 12. © 2020 Further. go-further.co12 4. Output or put out? 1. So much data! 2. Start with the end in mind 3. Know your platform; ask suppliers for help 4. Use design and optimisation services
  13. 13. © 2020 Further. go-further.co13 5. Bring the noise! Answer: Capture and hold attention through activities Distractions 1. Reach people on their turf 2. Closer to emotional experience Think about your audience, TOV and objectives Empower where you need to Use formatting tools to highlight key instructions Key: Your activity is providing the opening part of your conversation. Tip: Use welcome videos or visual stimulus to introduce you and your team
  14. 14. © 2020 Further. go-further.co14 6. Specify! Keep it simple. Keep it basic. Keep it clear. Intent behind question Client objective Details Direction
  15. 15. © 2020 Further. go-further.co15 7. Two steps ahead More structure ≠ less exploration Good platforms allow follow-up to continue the conversation Leave space for a ‘surprise’ activity Co-ordinate for reflection, creation and iteration Further’s model Explore Evaluate Create A project can use multiple phases and testing types
  16. 16. © 2020 Further. go-further.co16 The golden triangle The perfect activity Does it generate an output that is easy for me and my team to use? Is it creative / fun / engaging / easy for participants? Does it achieve the desired insight objective?
  17. 17. © 2020 Further. go-further.co17 Activity demonstration
  18. 18. © 2020 Further. go-further.co18 Activity demonstration
  19. 19. © 2020 Further. go-further.co19 Activity demonstration
  20. 20. © 2020 Further. go-further.co Further tips 20 … for practice … for materials … for every brief Support is on hand…
  21. 21. © 2019 Further. go-further.co Visit our website at: go-further.co +44 (0) 20 3515 3301 © 2019 Further. Further is a division of Youmeus Limited.
  22. 22. Q & A Ray Poynter NewMR Dr Marie-Claude Gervais ____________________________________ Research Director, Further Dr John Whittle ____________________________________ Associate Director, Further